Arity - Marketing Solutions
The platform nobody had fully mapped yet
End-to-end UX on Arity's B2B ad platform turning driving behaviors into advertiser and publisher audiences — from research through 100+ production screens before moving to Mobile Publishing.
Adtech UX · SaaS governance · Research-led IA
TL;DR
- Diagnosed "silent failures" whenever marketers forgot to save - every recovery required filing eng tickets. Introduced safeguards, clearer CPC controls, and better campaign diff visibility across the workflows I touched.
- Rebuilt IA through sitemap synthesis and stakeholder interviews - especially nav + homepage where product and marketing narratives diverged.
- Several ambitious reporting/audience tools paused for resourcing - still evidence of roadmap scope before the mobile pivot.
- 100+ Screens delivered Across campaign management, publisher bidding, safeguards, nav, homepage.
- 2 Interview rounds (internal) Six marketing stakeholders + heuristic audits + programmatic competitive reads.
- Eliminated ENGINEERING FIRE DRILLS Moved error prevention from engineering-only recovery to actionable UI cues.
Overview
Arity’s Marketing Platform connects real-world mobility signals to advertiser and publisher tooling. Spend months in interviews, heuristics, and DSP comps and you uncover the same brittle pattern: heroic backend fixes for preventable UI states.
What I tackled
Campaign management workflows that obscured CPC changes, unfinished saves, and downstream impacts - plus bidding surfaces that needed humane guardrails, not jargon.
Narrative takeaway
Marketing Solutions taught me how to translate analyst mental models into calm enterprise UI - a foundation I carried straight into Preview, Routely, and cross-org AI tooling afterward.